Advertisers pay up to $8 million for a 30-second Super Bowl area

American brands go back to tradition, celebrity and cheer

OpenAI and Perplexity take advantage of the Super Bowl to promote AI

By Dawn Chmielewski

Feb 9 (Reuters) - Anheuser-Busch InBev is reviving its renowned workhorse Clydesdales for a Super Bowl advertisement that the brewing company states celebrates the "grit and decision" of the American spirit.

The Budweiser commercial marks a return to custom, after a dreadful social networks promotion for its Bud Light brand name in 2023 featuring transgender influencer, Dylan Mulvaney, stimulated require a boycott.

"We ´ re certainly seeing Budweiser play it safe this year," said Charles R. Taylor, a marketing teacher at Villanova ´ s School of Business and author of a book about Super Bowl ads. "Everybody enjoys the Clydesdales."

The go back to safe, familiar and nostalgic ground represents a pattern amongst some marketers for this year ´ s Super Bowl LIX, a rematch between the Philadelphia Eagles and utahsyardsale.com the Kansas City Chiefs in New Orleans. Brands are anticipated to lean on humor, star and warm referrals to America ´ s heartland, reflective of the cultural zeitgeist.

For the first time, OpenAI and Perplexity will look for to take advantage of the biggest telecasted event of the year, bringing expert system into the homes of countless Americans.

"We ´ re all in this good, happy place, and wish to be entertained," said Gartner analyst Nicole Denman Greene. "So, to place your brand in that moment of fandom ... you have to provide creative that is resonant with that audience."

Super Bowl marketers are flashing serious star power, with an approximated two-thirds of the commercials featuring celebrities.

Meg Ryan and Billy Crystal reenact their well-known deli scene from the 1989 romantic comedy "When Harry Met Sally," in a business for Hellmann ´ s mayonnaise that also consists of a quick look from "Euphoria ´ s "Sydney Sweeney. Willem Dafoe and Catherine O ´ Hara double-up on the pickleball court to hustle opponents out of their Michelob Ultra beers. Eugene Levy, Ben Affleck, Matt Damon, Post Malone, Vin Diesel and Kermit the Frog also show up in the 30-second spots.

OpenAI, the company behind ChatGPT, is anticipated to air its first commercial during the Super Bowl, bringing the race for pediascape.science expert system supremacy to America ´ s bars and living spaces. Meanwhile Perplexity AI is hosting a Super Bowl sweepstakes that provides a $1 million reward for asking questions throughout the game.

Greene said AI business are seizing on the Super Bowl ´ s reach to resolve customer anxiety about the fast-evolving technology.

"All of the advertisements I've seen-- and I can't wait to see all of the creative-- it's more about making individuals see how they can be more productive, and how their lives could be better," said Greene. "I don't know if that's going to eliminate the worry, because, as individuals find out more about the abilities, we're seeing in the information, that they get less certain."

This year ´ s video game will have less cars and truck commercials than in previous years. Stellantis is the only automaker to announce a Super Bowl ad, in which star Glen Powell delivers a humorously macho twist on the familiar "Goldilocks and the Three Bears" fairy tale.

Ads hawking beers and treats return. They will share screen time with beginner venture capital-backed Liquid Death, the canned water brand that bought its very first Big Game ad to promote its Killer Cola and Cherry Obituary.

So far, higgledy-piggledy.xyz the most popular Super Bowl advertisement is the winner of Doritos ´ "Crash the Super Bowl" contest, depicting an alien kidnapping.

"It ´ s off the scale on amusing, on curiosity," said Sean Muller, creator and chief executive of TV advertising measurement company iSpot.TV. "People love the ad." (Reporting by Dawn Chmielewski in Los Angeles; editing by Ken Li and Diane Craft)